I was asked to produce studies....
Well... what I was asking is to produce studies in the sense of providing a sentence or two of so-called executive summary, ideally in your own words, unless there is a textbook explanation already. Then web links or book titles might make sense if someone wants to dive deeper. As I said, I consider myself pretty versed in statistics, but I must admit I never heard of the concept "statistically, almost everyone is wrong." By the way, is that a stand-alone statement, or directly related to the preceding sentence?
Is the meaning of that claim, for instance, that, while "everyone says that ads don't effect them," real numbers prove them wrong? In other words, if "everyone says that ads don't effect them," how come ads made Google uber-rich? Could it be that ads really do not effect anyone, yet companies paying Google are simply stupid, not realizing it? Or could it be that indeed ads have no influence on 62% of consumers, but the remaining 38% more than make it up? Or that 62% are simply lying (as you seem to imply)?
There is another phenomenon, related to political polling, that might be similar to what you had in mind. Namely, non-reliability of certain polls, in particular exit polls. I think the effect even has its own name, after an LA mayoral candidate who lost even if polls and exit polls predicted a sure win. The explanation behind the effect is the following: when polled, especially face-to-face, like in exit polls, people tend to answer more politically correct or socially acceptable, e.g., that they voted (or will vote) for a black candidate, while in reality they voted based on their long-establshed prejudices.